15 years of Axe Effect: the world’s most sexist advertising campaign

From Unilever Website: “In the film The Matrix, Keanu Reeves is given two choices. He can either take a blue pill and wake up in the morning as if nothing has happened or pop a red pill and enter the unpredictable ‘wonderland’ of the Matrix. As millions of guys around the world know, Axe has taken the red pill.”

The “Axe Effect” is one of the most famous claim in the world. This so called effect is supposed to draw women in hordes to any male who has sprayed himself liberally with the Axe deodorant. The advertisements are very slick and usually display a normal male but with oodles of self-assurance as an Axe user. The females get irresistibly drawn to this male implying that Axe acts like a nasal aphrodisiac.

The Axe brand of deodorants is from Unilever and is primarily targeted at 15 to 25 year old males. The brand portrays normal yet cool, trendy and confident, a positioning that is aspirational to the target segment. And the portrayed outcome where the girls flock to the Axe user is, well let’s just say very desirable. At a more subtle level, the Axe Effect also acts on the confidence levels of the user. The very act of being associated with the brand serves to boost the ego.

In the past couple of years, we have seen a slew of copy cat brands hit the market. But the theme for the advertisements remains the same. Guy sprays himself with the deodorant. Girls find themselves inexplicably drawn to the guy. There are slight variants but for the most part, involuntary seduction forms the core. The one notable difference though is that all these newbies use hunks as opposed to the regular guys which are a stable for the Axe advertisements. This strategy has proven very effective for the brand. It comes across as approachable and it acts like a confidante and friend to its users. While everyone would love to be friends with a celebrity, there would still be a distance or an aloofness that would prevent a close relationship. Axe bridges this very gap effectively, and yet keeps the dream of getting a Charlie’s angel some day. It is for this very reason that Axe continues to be the market leader in its category.

Lynx Deodorant – White House

Advertising Agency: BBH London
Creative Director: Pat Doherty
Copywriter: Will Awdry
Art Director: Rosie Arnold
Year: 1998

Lynx Deodorant – GingerbreadMan/Jack/Ivor The Engine/Pinocchio/Trumpton

Advertising Agency: BBH London
Creative Director: Dennis Lewis
Copywriter: Will Awdry
Art Director: RRosie Arnold
Year: 1998

Axe Deodorant – Confessional

Advertising Agency: Ammirati Puris Lintas Warzava, Poland
Creative Director: Chris Matyzczyk
Copywriter: Agneszka Galas
Art Director: Chris Rozek
Year: 1999
Shortlist

Lynx Deodorant – Sexual Harassment Quote

Advertising Agency: BBH London
Creative Director: Dennis Lewis
Copywriter: Hugh Todd
Art Director: Adam Scholes
Year: 1999

Lynx Deodorant – Sexual Harassment Quote

Advertising Agency: BBH London
Creative Director: Dennis Lewis
Copywriter: John O’Keeffe
Art Director: Russell Ramsey
Year: 1999

Axe Shower Gel for Men – Shower Curtain/Shower Rod/Shower Drain

Advertising Agency: Ammirati Puris Lintas, Netherlands
Creative Director: Cor Der Boen
Copywriter: Cor Der Boen
Art Director: Akan Conskunsoy
Year: 1999
Shortlist

Lynx Deodorant – Not You Again

Advertising Agency: Lowe Lintas Australia
Creative Director: Marc Schattner
Copywriter: Robin Feiner
Art Director: Helena Hybs
Year: 2000

Lynx Deodorant – Hands

Advertising Agency: Lowe Lintas Australia
Creative Director: Marc Schattner
Copywriter: Annelie Strydom
Art Director: Robbie Kantor
Year: 2000

Axe Deodorant – Wedding Cake

Advertising Agency: Lowe Lintas & Partners, Brazil
Creative Director: Atila Francucci
Copywriter: Marcelo Alemida
Art Director: Marco Antonio
Year: 2000
Bronze Lion

Axe Deodorant – Bathroom/Sperm

Advertising Agency: Lowe Lintas & Partners, Brazil
Creative Director: Atila Francucci
Copywriter: Fernando Nobre, Marcelo Alemida
Art Director: Marco Antonio
Year: 2000
Shortlist

Axe Deodorant – Nun

Advertising Agency: VegaOlmoSponce
Creative Director: Damien Kepel
Copywriter: Pablo Minces
Art Director: Joan Cruz Bobillo
Year: 2000

Axe Deodorant – Turn-o-matic

Advertising Agency: Lowe Lintas & Partners, Spain
Creative Director: Manolo Valmorisco
Copywriter: Santiago Pina
Art Director:Fernando Jerez
Year: 2000

Lynx Deodorant – Train Map

Advertising Agency: Lowe Lintas Australia
Creative Director: Marc Schattner
Copywriter: Robin Feiner
Art Director: Helena Hibs
Year: 2000

Lynx Deodorant – Weddings

Advertising Agency: BBH London
Creative Director: Rosie Arnold
Copywriter: Hugg Tod
Art Director: Adam Scholes
Year: 2000
Shortlist

Axe Gravity – Gravity

Advertising Agency: Lowe Lintas & Partners, France
Creative Director: Gregoire Delacourt
Copywriter: Benjiamin Samial
Art Director: Catherine Bouard
Year: 2001

Lynx Deodorant – Wheelbarrow/Chair/Cement Mixer

Advertising Agency: BBH London
Creative Director: Rosie Arnold
Copywriter: Matt Walker
Art Director: Dave Monk
Year: 2001

Lynx Shampoo – Wildest/Never Before/Thrilling

Advertising Agency: BBH London
Creative Director: Rosie Arnold
Copywriter: George Prest
Art Director: Johnny Leathers
Year: 2001

Lynx Deodorant – Wheelbarrow/Chair/Cement Mixer

Advertising Agency: BBH London
Creative Director: Rosie Arnold
Copywriter: Hugg Tod
Art Director: Adam Scholes
Year: 2001

Axe Online

Advertising Agency: Lowe Porta & Partners, Chile
Creative Director: Francisco Guarello
Copywriter: Lorena Hola
Art Director: Leo Farfan
Year: 2001

Axe Deodorant – Pin-up

Advertising Agency: Lowe Lintas & Partners, Spain
Creative Director: Santiago Pina
Copywriter: Miriam Martineza
Art Director: Alberto Contreras
Year: 2001

Axe Deodorant – Cards

Advertising Agency: Lowe Lintas & Partners, Mexico
Creative Director: Luis Lance
Copywriter: Luis Lance
Art Director: Juan Jaime Aceves
Year: 2001

Axe Deodorant – Shower

Advertising Agency: VegaOlmosPonce
Creative Director: Javier Fabregas
Copywriter: Lucas Panizza
Art Director: Norberto Vatrano
Year: 2001

Axe Deodorant – Bride and Groom

Advertising Agency: Lowe Porta, Chile
Creative Director: Kiko Carcavilla
Copywriter: Pablo Gallardo
Art Director: Josè Miguel Pizarro
Year: 2002

Axe Deodorant – Effect

Advertising Agency: Lowe Porta, Chile
Creative Director: Rene Moraga
Copywriter: Raul Vidal
Art Director: Rene Moraga
Year: 2002

Lynx Deodorant – Pants/Jacket/Shirt

Advertising Agency: GingKo Lowe & Partners, Uruguay
Creative Director: Sofia Fornaro
Copywriter: Sofia Fornaro
Art Director: Sofia Fornaro
Year: 2002
Shortlist

Axe Deodorant – Back Scratch & Sniff

Advertising Agency: BBH Singapore
Creative Director: Steve Elrik
Copywriter:Todd Waldron
Art Director: Kelly Pon
Year: 2003

Axe Deodorant – Heart Ass

Advertising Agency: BBH New York
Creative Director: William Gelner
Copywriter: Amir Faharang
Art Director: Matt Campbell
Year: 2003

Axe Deodorant – Coffea Break/Sorority/Therapist

Advertising Agency: BBH New York
Creative Director: William Gelner
Copywriter: Ryan Blank
Art Director: Mike Hahn
Year: 2003

Axe Deodorant – Axe Effect

Advertising Agency: Lowe Pirella, Milan
Creative Director: Piero Lo Faro
Copywriter: Claudia Bavelloni
Art Director: Daniela Marsetti
Year: 2003

Axe Deodorant – Snow White

Advertising Agency: Lowe Lintas & Partners, Hamburg
Creative Director: Michael Funk, Holgen Prendky
Copywriter: Henriu Ticksen
Art Director: Mithra Daryabegi
Year: 2003

Axe Deodorant – Babe on board

Advertising Agency: BBH Singapore
Creative Director: Steve Elrik
Copywriter: Parak Tembulkar
Art Director: Scott McClelland
Year: 2003

Axe Deodorant – New Long Lasting Effect

Advertising Agency: Leche Lowe Worldwide, Chile
Creative Director: Francisco Guarello
Copywriter: Sebastian Arteaga, Lorena Hola
Art Director: Josè Luis Estevez
Year: 2003

Axe Deodorant – Scratches

Advertising Agency: Lowe Porta, Santiago
Creative Director: Kiko Carcavilla, Pablo Gallardo
Copywriter:Pablo Gallardo
Art Director: Paul Beelen
Year: 2003

Axe Deodorant – The Swimming Instructor

Advertising Agency: Lowe Brussels
Creative Director: Georges Lafleur
Copywriter: Veronique Sels
Art Director: Dominique Vangilberg
Year: 2003

Axe Shower – Train/Shower

Advertising Agency: BBH Singapore
Creative Director: Steve Elrik
Copywriter: Parak Tembulkar
Art Director: David Wong
Year: 2003

Axe Facial Foam – Kisses

Advertising Agency: BBH Singapore
Creative Director: Steve Elrik
Copywriter: Parak Tembulkar
Art Director: David Wong
Year: 2003

Axe Deodorant – Flammable Bikini

Advertising Agency: Lowe Brazil
Creative Director: Julio Anderey, Martin Juarez, Valmir Leite
Copywriter: Rodrigo Kallas
Art Director: Edson Kerbe Jimmy
Year: 2003

Axe Deodorant – Little evils

Advertising Agency: Lowe Brazil
Creative Director: Julio Anderey, Martin Juarez, Valmir Leite
Copywriter: Marcelo Camargo
Art Director: Mrcelo Camargo
Year: 2003

Lynx Deodorant – Australia/Brazil/Thailand/Amsterdam

Advertising Agency: BBH London
Creative Director: Rosie Arnold
Copywriter: Matt Waller
Art Director: Dave Monk
Year: 2003
Shortlist

Lynx Deodorant – Woman

Advertising Agency: Lowe Ginkgo, Uruguay
Creative Director: Gabriel Roman
Copywriter: Sofia Fornaro
Art Director: Alejandro Rodriguez
Year: 2003
Shortlist

Axe Deodorant – Ashtray/Broom

Advertising Agency: Lowe Bull Calvert Pace, South Africa
Creative Director: Rob Mclennan
Copywriter: Matthew Brink
Art Director: Adam Livesey
Year: 2003

Axe Deodorant – Nuts/Pencil/Plug

Advertising Agency: Lowe & Partner, Dubai
Creative Director: Nirmar Diwadkar
Copywriter: Manoj Ammanath
Art Director: Adham Obeid
Year: 2004
Shortlist

Axe Body Spray – Family Announcements

Advertising Agency: Lowe Amsterdam
Creative Director: Ivan Van Der Zwan
Copywriter: Dylan De Backer
Art Director: Joris Kuijepers
Year: 2004
Shortlist

Lynx Deodorant Dry – Wheather Symbols

Advertising Agency: BBH London
Creative Director: Rosie Arnold
Copywriter: Adam Chiappe
Art Director: Saunby
Year: 2004
Shortlist

Lynx Deodorant – Beer/Wood

Advertising Agency: BBH London
Creative Director: Marc Hatfield, Pete Bradly
Copywriter: George Prest
Art Director: Adrian Rossi
Year: 2004
Shortlist

Lynx Deodorant – Advent Calendar

Advertising Agency: BBH London
Creative Director: Marc Hatfield, Pete Bradly
Copywriter: Matt Wallen, Dave Monk
Art Director: Matt Waller, Dave Monk
Year: 2004

Lynx Deodorant – Britney

Advertising Agency: BBH London
Creative Director: Marc Hatfield, Pete Bradly
Copywriter: Alex Grieve
Art Director: Adrian Rossi
Year: 2004
Shortlist

Axe Deodorant – Ashtray/Broom

Advertising Agency: Lowe Bull, Johannesburg
Creative Director: Rob Mclennan
Copywriter: Matthew Brink
Art Director: Adam Livesey
Year: 2004
Shortlist

Axe Deodorant – Busker/Hobo/Bag Lady

Advertising Agency: Lowe Bull, Johannesburg
Creative Director: Rob Mclennan
Copywriter: Matthew Brink
Art Director: Adam Livesey
Year: 2004
Shortlist

Axe Deodorant – Dolls/Duck

Advertising Agency: Lowe SSPM, Bogotà
Creative Director: Josè Miguel Sokoloff
Copywriter: Juan Carlos Palma
Art Director: Mauricio Jimenez
Year: 2004

Axe Body Spray – Lodge/Horseback Riding/Gondola/Footsie

Advertising Agency: BBH New York
Creative Director: William Gelner
Copywriter: Peter Rosch
Art Director: John Hobbs
Year: 2004

Axe Deodorant – Video Store/Lingerie/Inspiration Point

Advertising Agency: BBH New York
Creative Director: William Gelner
Copywriter: Matt Ian
Art Director: Gerald Lewis
Year: 2004
Silver Lion for the campaign

Axe Body Spray – Show Them The Way

Advertising Agency: VegaOlmosPonce
Creative Director: Hernan Ponce, Pablo Batlle
Copywriter: Mario Crudele, Alejandro Garone
Art Director: Martin Ponce, Rodrigo Isaia
Year: 2004

Lynx Deodorant Touch – Jeans/Zip

Advertising Agency: BBH London
Creative Director: Rosie Arnold
Copywriter: Claudia Southgate
Art Director: Verity Fenner
Year: 2004

Lynx Deodorant Dry – Shirt/Tattoo

Advertising Agency: BBH London
Creative Director: Marc Hatfield, Pete Bradley
Copywriter: Claudia Southgate
Art Director: Verity Fenner
Year: 2005

Lynx Body Spray – Linx Jet Campaign

Advertising Agency: Lowe Hunt, Sidney
Creative Director: Adam Lance
Direct Creative Director: Peter Bidenko
Copywriter:  Michael Canning
Art Director: Simone Brandse
Year: 2005
Bronze Lion for the campaign

Axe Deodorant – 100 Sexiest Men in the World/The Milkman

Advertising Agency: Lowe Bull, Johannesburg
Creative Director: Rob Mclennan, Stuart Walsh
Copywriter: Matthew Brink
Art Director: Adam Livesey
Year: 2005
Shortlist

Axe Deodorant – Snowflakes

Advertising Agency: BBH Singapore
Creative Director: Steve Elrik
Copywriter: Noel Yeo
Art Director: Elyn Wong
Year: 2005

Lynx Deodorant Dry – Dirty Girl

Advertising Agency: Lowe Hunt, Sidney
Creative Director: Adam Lance
Copywriter: Michael Canning
Art Director: Simone Brandse
Year: 2005
Shortlist

Axe Deodorant – Sofa/Marathon Table/Whip Cream/Take a Number

Advertising Agency: BBH New York
Creative Director: William Gelner
Copywriter: Matt Ian
Art Director: Amee Shah
Year: 2005

Axe Deodorant – It Can Happen Anywhere

Advertising Agency: BBH New York
Creative Director: William Gelner
Copywriter: Matt Ian
Art Director: Amee Shah
Year: 2005

Lynx Deodorant – “You Never Know When” Campaign

Advertising Agency: BBH London
Creative Director: Rosie Arnold
Copywriter: Nick Gill
Art Director: Rosie Arnold
Year: 2005
Shortlist

Axe Shower Gel – Grip Pads/Miror/Towel

Advertising Agency: BBH New York
Creative Director: William Gelner
Copywriter: Tom Kraemer
Art Director: Nick Klinkert
Year: 2005
Bronze Lion for the campaign

Axe Deodorant – Santa Claus

Advertising Agency: Lowe San Paolo
Creative Director: Valmir Leite, Theo Rocha
Copywriter: Mauricio Machado
Art Director: Sergio Barros
Year: 2005

Axe Deodorant – Sweeties/Teacher

Advertising Agency: Lowe Bull, Johannesburg
Creative Director: Rob Mclennan, Gareth Lessing
Copywriter: Tim Beck
Art Director: Sean Harrison
Year: 2005

Axe Deodorant – Peep Hole

Advertising Agency: Lowe & Partner, Dubai
Creative Director: Manoj Ammanath
Copywriter: Ash Chagla
Art Director: ASm Zijad
Year: 2005
Shortlist

Axe Deodorant – Birds Eye View

Advertising Agency: Lowe & Partner, Dubai
Creative Director: Manoj Ammanath
Copywriter: Ash Chagla
Art Director: ASm Zijad
Year: 2005

Run Boy Run

Advertising Agency: Lowe & Partner, Dubai
Creative Director: Manoj Ammanath
Copywriter: Sandeep Fernandes
Art Director: Christine Mercier
Year: 2005

Axe Deodorant – Sweeties/Teacher

Advertising Agency: VegaOlmoSponce
Creative Director: Hernan Ponce
Copywriter: Hernan Ibarra
Art Director: Angel Castiglia
Year: 2005

Axe Body Spray – Bed’s Campaign

Advertising Agency: Lowe Bull, Johannesburg
Creative Director: Rob Mclennan, Gareth Lessing
Copywriter: Asheen Naido
Art Director: Marion Griffits
Year: 2005

Axe Deodorant – Kiss Bill

Advertising Agency: Lowe Mexico
Creative Director: Humberto Polar, Fernando Osuna
Copywriter: Walter Nava
Art Director: Pedro Mayorga
Year: 2005

Axe Deodorant – Fallen Angel

Advertising Agency: Lowe Bull, Johannesburg
Creative Director: Gareth Lessing
Copywriter: Gareth Lessing
Art Director: Tatjana Buisson
Year: 2006
Shortlist

Lynx Deodorant – Sex Letters Campaign

Advertising Agency: BBH London
Creative Director: Rosie Arnold
Copywriter: Alex Grieve
Art Director: Adrian Rossi
Year: 2006
Shortlist

Lynx Deodorant – Click Campaign

Advertising Agency: BBH London
Creative Director: Rosie Arnold
Copywriter: Ed Edwards
Art Director: Dave Masterman
Year: 2006

Axe Deodorant – Subway Map/Contour Map/Island Print

Advertising Agency: BBH Asia Pacific, Singapore
Creative Director: RTodd Waldron
Copywriter: Beth Ryan
Art Director: Ross Ventress, Elyn Wong
Year: 2006

Axe Deodorant – Tetris

Advertising Agency: Lowe Bangkok
Creative Director: Supong Khaotong, Kittinan Sawasdee
Copywriter: Panusard Tanhashindawong
Art Director: Vancelin Teng
Year: 2006

Axe Deodorant – Bedtime Reading

Advertising Agency: Brancom Dubai
Creative Director: Manoji Ammhanath
Copywriter: Sandeep Fernandes
Art Director: Husen Baba Khan
Year: 2006

Axe Deodorant – Khalid

Advertising Agency: Brancom Dubai
Creative Director: Manoji Ammhanath
Copywriter: Ash Chagla
Art Director: Rachna Dhall
Year: 2006

Axe Body Spray – Loin Cloth/Moustache/Flag

Advertising Agency: BBH New York
Creative Director: William Gelner
Copywriter: Nathan Frank
Art Director: Andre Massis
Year: 2006

Axe Deodorant – Postcards Campaign (Car/Cupboard/Elevator/Bleacher)

Advertising Agency: BBH New York
Creative Director: William Gelner
Copywriter: Nathan Frank
Art Director: Andre Massis
Year: 2006

Axe Deodorant – Name-Number

Advertising Agency: BBH New York
Creative Director: William Gelner
Copywriter: Nathan Frank
Art Director: Andre Massis
Year: 2006
Shortlist

Axe Deodorant – Threesome

Advertising Agency: Brancom Dubai
Creative Director: Manoji Ammhanath
Copywriter: Nisha Vagh
Art Director: Timsy Vadhani
Year: 2006

Axe Deodorant – Do Not Disturb

Advertising Agency: Brancom Dubai
Creative Director: Manoji Ammhanath
Copywriter: Sandeep Fernandes
Art Director: Husen Baba Khan
Year: 2006

Axe Deodorant – Get a Girlfriend Campaign 2006

Advertising Agency: Lowe Bull, Johannesburg
Creative Director: Gareth Lessing, Robe McLennan
Copywriter: Matthew Brink
Art Director: Adam Livesey
Year: 2006
Silver Lion for the campaign

Axe Body Shower – Blowing Bubbles

Advertising Agency: Lowe MENA, Dubai
Creative Director: Dominic Stallard, Clinton Manson
Copywriter: Clinton Manson
Art Director: Dominic Stallard
Year: 2007
Shortlist

Axe Body Shower – Milkshake/Groucho/Birds/Get Well

Advertising Agency: Lowe MENA, Dubai
Creative Director: Dominic Stallard, Clinton Manson
Copywriter: Clinton Manson
Art Director: Dominic Stallard
Year: 2007
Shortlist

Axe Body Spray – Females/Show’er

Advertising Agency: Lowe MENA, Dubai
Creative Director: Dominic Stallard, Clinton Manson
Copywriter: Clinton Manson
Art Director: Dominic Stallard
Year: 2007

Axe Deodorant – Sperm

Advertising Agency: Uncle Grey, Aarhus
Creative Director: Per Pedersen
Copywriter: Per Pedersen
Art Director: Resmus Gottliebsen
Year: 2007

Axe Recovery Shower Gel – Bathmat/Pillows/Toilet

Advertising Agency: BBH New York
Creative Director: Kevin Roddy, William Gelner
Copywriter: Tim Geoghegan, 
Art Director: Caprice Yu
Year: 2007

Axe Lab Eau De Toilette – Back to Back/Chest Bump/Tongues

Advertising Agency: BBH New York
Creative Director: Kevin Roddy, William Gelner
Copywriter: Tim Geoghegan, 
Art Director: Caprice Yu
Year: 2007

Lynx Deodorant – Clock

Advertising Agency: BBH London
Creative Director: Ben Akers, Nadine Akle
Copywriter: Ben Akers
Art Director: Nadine Akle
Year: 2007

New Axe 3 – Psychologist+Swimmer/Schoolgirl+Skier/Executive+Volley Player

Advertising Agency: VegaOlmoSponce
Creative Director: Hernan Ponce, Sebastian Stagno, Rafael D’Alvia
Copywriter: Angel Castiglia
Art Director: Facundo Romero
Year: 2007

Axe Deodorant – Get a Girlfriend Campaign 2007

This campaign is a new interpretation of “The Axe Effect”. It shows how guys are wasting time with silly activities when they should rather be getting a girlfriend with the help of Axe. The first ad shows a guy posing proudly with his prize winning Yorkshire Terrier at a dog show. The next ad features two art students re-enacting a computer game scene in front of a blackboard. The final ad shows two guys that are holding their own Scalextric Formula One Driver’s Championship.

This campaign is a new interpretation of “The Axe Effect”. It shows how guys are wasting time with silly activities when they should rather be getting a girlfriend with the help of Axe. In each execution we have placed a “Get a Girlfriend” sticker on a mock article in community newspapers. The articles featured a loser who has either become a highland dancing champion, attempted to break the world record for balancing a milk bottle on his head or been a runner-up at a Star Wars costume competition.
Advertising Agency: Lowe Bull, Johannesburg
Creative Director: Gareth Lessing
Copywriter: Matthew Brink
Art Director: Adam Livesey
Year: 2007
Bronze Lion for the campaign & Gold Lion for the campaign

Lynx Deodorant – Pizza/Iron/Cup Noodle

Advertising Agency: BBH Asia Pacific
Creative Director: Steve Elrick
Copywriter: Todd Waldron
Art Director: Ross Ventress
Year: 2007

Lynx Deodorant – Bonfire Night

Advertising Agency: BBH London
Creative Director: John O’Keeffe, Rosie Arnold
Copywriter: Richard McGrann
Art Director: Andy Clough
Year: 2008

Axe Deodorant – Tarzan

Advertising Agency: BBH Asia Pacific
Creative Director: Todd Waldron
Copywriter: Beth Ryan
Art Director: Poul Down
Year: 2008

Axe Dark Temptations – Blonde

Advertising Agency: VegaOlmosPonce
Creative Director: Hernan Ponce
Copywriter: Analia Rios
Art Director: Ricardo Armentano
Year: 2008
Shortlist

Axe Deodorant – Topical News

Advertising Agency: BBH Tokyo
Creative Director: Steve Elrick
Copywriter: Masashi Kayamura
Art Director: Tadashi Tsujimoto
Year: 2008

Axe Deodorant – Mars & Venus

Advertising Agency: Lowe Philippines
Creative Director: Steve Clay, Rene Dominguez
Copywriter: Aimee Espiritu
Art Director:  Bong Legaspy
Year: 2008

Axe Body Spay – McCain

Advertising Agency: BBH New York
Creative Director: Rosie Arnold
Copywriter: Alex Grieve
Art Director:  Pelle Sjoenell
Year: 2008

Axe Day & Night – Bar/Bellboy/Delivery

Headline: New Axe Day & Night. One is suitable for general audience. The other one is not.

Advertising Agency: Ponce Buenos Aires
Creative Director: Hernan Ponce, Hernan Ibarra, Walter Aregger
Direct Creative Director: Analia Rios, Ricardo Armentano
Copywriter:  Antonio De Federico
Art Director: Pedro Losada
Year: 2009
Gold Lion for the campaign

Axe Deodorant – Puppy/Baby/Wedding Ring

Advertising Agency: Lowe Ativism, Lisboa
Creative Director: Joao Coutinho
Copywriter: Ana Simoes
Art Director: Ana Magalhaes
Year: 2009

Axe Body Spray – Periodic Table

Advertising Agency: Lowe/SSP3, Bogota
Creative Director:Josè Miguel Sokoloff, Margarita Olivar
Copywriter: Juan Carlos Gonzales
Art Director:  Margarita Olivar
Year: 2009

Axe Body Spray – Nerd

Advertising Agency: Alfred International, Amsterdam
Creative Director: Patrick De Zeeuw,  Aad Kuiyper
Copywriter: Patrick De Zeeuw
Art Director:  Aad Kuiyper
Year: 2010

Lynx Deodorant – Car/Street

Advertising Agency: BBH London
Creative Director: Dominic Goldman
Copywriter: Dan Glover
Art Director:  Adam Thompson
Year: 2010
Shortlist

Axe Body Spray – Yearbook Picture

Advertising Agency: McCann Erickson, Tel Aviv
Creative Director: Eldad Weinberger, Sigal Abudy
Copywriter: Sigal Abudy
Art Director:  Guy Laufer
Year: 2010

Axe Body Spray – Woman’s Day

Advertising Agency: Lowe Bull Johannesburg
Creative Director: Rui Alves
Copywriter: Heidi Kesselman
Art Director:  Lee Naidoo
Year: 2010

Axe Deodorant – World Cup Argentina

Advertising Agency: BBH London
Creative Director: Nick Gill, Domenic Goldman
Copywriter: SHugo Bierskenk
Art Director:  Dean Woodhouse
Year: 2011
Shortlist

Axe Shower Gel – Whip/Cream/Corset

Advertising Agency: BBH London
Creative Director: Nick Gill, Domenic Goldman
Copywriter: Richard Mcgran
Art Director:  Andy Clogh
Year: 2011

Lynx Excite Deodorant – Even Angel Will Fall

Advertising Agency: BBH London
Creative Director: Domenic Goldman
Copywriter: Hugo Bierschenk
Art Director:  Dean Woodhouse
Year: 2011

Axe Body Spray – Tic-Tac-Toe

Advertising Agency: Lowe MENA, Dubai
Creative Director: Mark Lewis
Copywriter: Marwan Saab
Art Director:  Monsoor A Bhatti
Year: 2011

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